Everything you need to know about Estée Lalonde’s new sustainable brand, MIRROR WATER

We love Estée Lalonde and it’s not just because of her enviable complexion. Although that definitely plays a part. A known digital influencer, beauty maven and jewellery ambassador, Estée has seriously made a name for herself in the last 10 years. It’s only now though that she’s decided to go into business for herself with her sustainable new brand, MIRROR WATER.

I find out a little bit more about the sustainable community Estée is building and the reasons behind it.

Where does the name MIRROR WATER come from and can you tell us more about the concept?

MIRROR WATER was born out of my own self-reflection journey and my desire to expand on the community I’ve cultivated over the past 10 years on social media. My own vulnerability, growth and of course self-reflection were at the heart of the content I created, so it felt like it was a natural progression to let those themes evolve naturally. MIRROR WATER is a lifestyle community for conscious connections, self-reflection and self-care. I wanted to create a platform where people felt connected, understood and listened to.

The name MIRROR WATER was inspired by the therapeutic concept of mirror work, whereby the participant faces themselves in a mirror. During the pandemic, we were all faced with a lot of time for self-reflection and the name just seemed to make sense to me.

What prompted you to start the business?

I have always known I wanted to do something like this, but have found it hard to focus all of my ideas into one thing. During lockdown, everything slowed down and I had the time to focus and dig deep about what my goals were. I wanted to create a project/business that was going to challenge me and fulfil my curious side. After 10 years on the internet creating content for brands and sharing my life, I felt it was a great time to also start something of my own.

What does community mean to you?

Community is very meaningful to me because I live so far away from my family and I’ve learned to rely on friends, neighbours etc, to help me feel like I belong. During the pandemic I realised how crucial community is and how we can maintain a sense of belonging even when it’s done virtually!

Can you tell us more about the MIRROR WATER Monologues on your Instagram?

Yes! One of our core values at MIRROR WATER is that we believe in supporting and featuring people that will open the minds and hearts of others and this series has definitely done that.

In this series, MIRROR WATER asks individuals to take full creative direction on what they want to show and speak about. The brief is to speak for 15-30 seconds about a thought that has been bouncing around their head as they go through their daily life. The series is simple, but it captures and explores the complexities of our inner lives via everyday activities.

Originally I wanted to do maybe 3 #MIRRORWATERmonologues, but they became so popular that I had to keep the series going. If you’re reading and haven’t seen the series, they are on the Reels section of our Instagram. They’re super quick to watch and they all offer something different.

Second to that, what can we expect to find in your newsletter?

Our newsletter is something I’m so proud of. Each month there is a different theme and we include topics like art, music, activities, what to watch/read, recipes etc. We want recipients of the newsletter to be open to our newsletter and slow down a bit. We’re all moving so fast and sometimes it’s nice to have an excuse to slow down and digest some long form content. For a view into the MIRROR WATER world you can subscribe via our website.

What other women inspire you?

I get asked this question a lot and I find it really hard to answer because the answer is probably every single woman I’ve ever met. I have so many incredible women in my life and a great relationship with my mother and that has definitely given me the confidence to pursue my dreams. I love women and supporting women and I can’t wait to continue sharing women’s stories through this new venture.

We love that! We’re all about sharing stories of womanhood too. Here’s one I think a lot of people would want to ask you: as a world renowned influencer yourself, working with brands like Daisy Jewellery, how have you managed to bring that experience into starting your own business?

I have been lucky enough to have a lot of experiences from the past 10 years as a content creator. All of these experiences accumulate so that we have a skillset and a jumping off point. Even though I have had years working with brands and understanding how this environment works, it can never prepare you for what it’s like to start your own brand. It's a whole different ball game so far, but the best decision I could have made for myself because I feel challenged and excited!

What three things can you not live without?

Definitely my bath, English breakfast tea and my dog Effie!

What's the best piece of advice you would give other young women looking to start their own business?

Belief, hard work and consistency. Be a sponge for information and advice and never be embarrassed to ask questions. I also believe it is important to understand your own strengths and weaknesses (we can’t be great at everything!). I have the best team and we all compliment each other beautifully which makes things run so much better.

What does the rest of 2021 and beyond look like for MIRROR WATER and for yourself as well?

The rest of 2021 will be lots of hustling because MIRROR WATER is launching products very soon so there is a lot to get done! I am also going to make sure I am taking care of myself during these busy times, which is at the heart of MIRROR WATER’s values. We all need to stop and ground ourselves so we might as well enjoy our time off!

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Give MIRROR WATER a follow on Instagram to keep up with their sustainable and self-reflective journey.